SEGA Debuts New Sonic Strategy

Feb 07, 2014

SEGA’s Sonic the Hedgehog is getting a fresh look this year in a new multi-platform franchise strategy called Sonic Boom that will see the video game character star in his first-ever CGI TV series, gaming products and a new toy line.

The Sonic Boom campaign will be based on re-designed versions of Sonic and his friends that are inspired by the unique abilities of each character while still maintaining the core identity of the brand.

“We want to ensure that the Sonic brand continues to evolve and appeal to new generations of Sonic fans, and this different look introduces a fresh approach that will be at once both familiar and new to consumers,” says John Cheng, president and chief operating officer, SEGA of America. “We are committed to supporting this initiative to provide great entertainment to fans for all aspects of their lives.”

SEGA, alongside partners that include Nintendo, Tomy and OuiDO! Productions, will work closely to launch the new franchise strategy and its accompanying products globally.

The “Sonic Boom” TV series (52x11), which will be co-produced by SEGA of America an OuiDO! Productions, will air on Cartoon Network in the U.S. and on Canal J and Gulli in France during the 2014/2015 season. For more details on the TV show click here.

A companion video game for Nintendo devices will serve as a prequel to the stories in the TV series. The “Sonic Boom” video game will be the third title to be released under SEGA’s new exclusive partnership with Nintendo.

This content will be supported by a full merchandising program, with Tomy serving as the master toy licensee for the brand. Tomy’s toy line will showcase the new character looks and feature new play patterns based on both the TV series and video game. The line will include plush, action figures, role play, remote-controlled devices, vehicles and novelty, as well as high-end collectibles.

In conjunction with Tomy, SEGA will launch one of its biggest licensing initiatives ever for the property across multiple categories including toys, apparel, publishing, accessories, health and food and beverage.

Sonic the Hedgehog first appeared as a video game character in 1991 and since then has inspired more than 70 video game titles, four animated series and a global consumer products program.